This elective module explores the communications tools used by organisations and requires students to have a grounded understanding of marketing principles addressed in year 1 and 2. Lectures will focus on the marketing communications function and will cover aspects such as: communication theories; understanding organisations’ and consumers’ needs; corporate marketing communication strategies, public relations and advertising; the role of the communications’ regulator; the creative process from idea to implementation; integration strategies and evaluation of marketing effectiveness to inform strategy.
To achieve credit for this module, students must be able to:
- Distinguish the effectiveness of marketing communication tools for different audiences.
- Analyse and apply key marketing communication issues to a brief.
- Develop a strategy as a result of a creative process.
- Design and evaluate an integrated marketing communication strategy and campaign for services and/or products.
|Coursework||Individual Project Report||60%|
Students should be familiar with the content of the following:
- Blythe, J. (2016) Essentials of marketing. 6th ed. Pearson.
- Blythe, J. (2006) Essentials of marketing communications. 3rd ed. Pearson Education.
- Fill, C. (2016) Marketing Communications: discovery, creations and conversations. 7th ed. Pearson Education.
- Percy, L. and Elliott, R. (2015) Strategic advertising management. 5th ed. Oxford University Press.
- Scott, D.M. (2015) The new rules of marketing & PR: how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. 5th ed. Wiley
- Springer, P. (2009) Ads to icons: how advertising succeeds in a multimedia age. 2nd ed. Kogan Page.
- Direct Marketing
- Marketing Week
- Harvard Business Review